Eerste Kamerverkiezingen 2023
How do political campaigns target voters?
Methodology
We monitored over 800 Dutch political advertisers during the 2023 Erste Kamerverkiezingen to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.
To better understand the regional election, we kept only advertisers who:
- Advertised in the last 7 days (18th February - 24 February 2023)
- Advertised in the last 30 days (26th January - 24 February 2023)
Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.
Topline Statistics
26th January - 24 February 2023 (Last 30 days)
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
SP |
6 |
|
200 |
€28,394 |
PvdA |
10 |
|
100 |
€24,937 |
VVD |
12 |
|
73 |
€7,348 |
FvD |
3 |
|
9 |
€7,249 |
CDA |
9 |
|
42 |
€6,180 |
GroenLinks |
2 |
|
50 |
€4,243 |
PVV |
4 |
|
21 |
€2,905 |
Ja21 |
1 |
|
172 |
€1,945 |
D66 |
3 |
|
65 |
€1,000 |
PvdD |
5 |
|
104 |
€910 |
50PLUS |
1 |
|
7 |
€520 |
BVNL |
1 |
|
9 |
€323 |
ChristenUnie |
2 |
|
3 |
€200 |
18th February - 24 February 2023 (Last 7 days)
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
SP |
3 |
|
107 |
€15,961 |
PvdA |
9 |
|
29 |
€8,097 |
GroenLinks |
2 |
|
47 |
€3,118 |
CDA |
4 |
|
23 |
€2,364 |
PVV |
4 |
|
18 |
€2,191 |
VVD |
8 |
|
46 |
€2,132 |
Ja21 |
1 |
|
166 |
€1,370 |
D66 |
1 |
|
63 |
€800 |
FvD |
2 |
|
2 |
€554 |
PvdD |
4 |
|
97 |
€449 |
BVNL |
1 |
|
9 |
€323 |
ChristenUnie |
2 |
|
2 |
€200 |
50PLUS |
1 |
|
4 |
€194 |
Spending per Targeting Criteria
How much did campaigns spend on different targeting methods?
26th January - 24 February 2023 (Last 30 days)
18th February - 24 February 2023 (Last 7 days)
Top Contested Audiences
Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.